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2 2009 National Institute of Adult Continuing Education (England and Wales) 21 De Montfort Street Leicester LE1 7GE Company registration no Charity registration no All rights reserved. No reproduction, copy or transmission of this publication may be made without the written permission of the publishers, save in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting copying issued by the Copyright Licensing Agency. NIACE has a broad remit to promote lifelong learning opportunities for adults. NIACE works to develop increased participation in education and training, particularly for those who do not have easy access because of class, gender, age, race, language and culture, learning difficulties or disabilities, or insufficient financial resources. You can find NIACE online at Cataloguing in Publication Data Designed and typeset by Creative by Design, Paisley, Scotland

4 The Private Training Market in the UK Foreword This is the second of the Sector Papers to be published from the Inquiry into the Future for Lifelong Learning (IFLL). The Sector Papers will discuss the implications of lifelong learning for each of the sectors involved in providing learning opportunities: early childhood, schools, family learning, further education, higher education, private training providers, voluntary and community organisations, local authorities, learning cities, cultural organisations, and local learning ecologies. The goal here is to encourage innovative thinking on how these parts do or do not fit together, as part of a systemic approach to lifelong learning. The Inquiry was established in September 2007 and will produce its main report in September It is sponsored by the National Institute for Adult and Continuing Education (NIACE), with an independent Board of Commissioners under the chairmanship of Sir David Watson. Full details of the Inquiry can be found at The overall goal of the Inquiry is to offer an authoritative and coherent strategic framework for lifelong learning in the UK. This will involve: articulating a broad rationale for public and private investment in lifelong learning; a re-appraisal of the social and cultural value attached to it by policy-makers and the public; developing new perspectives on policy and practice. IFLL: principal strands The Sector Papers are complemented by several other strands of IFLL work: Thematic Papers. These relate nine broad themes, such as demography, technology or migration, to lifelong learning. Each one reviews evidence submitted to the Inquiry, and then draws together strands from the debate into a synthesis of the issues, with key messages. Expenditure Papers. These will provide a broad overall picture of expenditure on all forms of lifelong learning: by government, across all departments; by employers, ublic and private; by the third sector; and by individuals and households. The goal is to provide a benchmark for mapping future trends. Public Value Papers. These will look, from different angles and using a variety of techniques, at the social productivity of lifelong learning, i.e. what effects it has on areas such as health, civic activity or crime. The goal is both to provide evidence on these effects, and to stimulate a broader debate on how such effects can be measured and analysed. 2

5 IFLL Sector Paper 2 Learning Infrastructures. Unlike the others, this strand consists not of a series of papers but a set of scenarios, designed to promote debate and imagination on what the infrastructure for learning might look like in the future. This challenges us to integrate the physical environments of learning, the virtual environments or learning technologies, and people s competences and behaviour. Published papers are available from the IFLL website: lifelonglearninginquiry/publishedpapers.htm Periodic updates on IFLL progress are to be found in our Bulletin: Professor Tom Schuller Director, IFLL Sir David Watson Chair, IFLL Commissioners 3

6 The Private Training Market in the UK Introduction This report examines the nature of the private training market in the UK. It focuses on training purchased by employers rather than by individuals. Whilst there is a body of statistical and other evidence in relation to publicly funded training aimed at employers, there is lower awareness among policy-makers of the nature of the private sector market and how it operates. The report examines the market dynamics and the implications for learning and skills policy in the UK. This report has been commissioned by the Inquiry into the Future for Lifelong Learning (IFLL). The Inquiry is examining the implications of a shift in national education and training policy from the current focus on initial learning up to labour market entry, to a system that supports learning throughout the lifetime of individual citizens. As part of this work, the Inquiry team were keen to understand the nature and scale of the private sector training industry, in recognition of the fact that most publicly funded research into, and evaluation of, skills and training activities is focused on publicly funded provision. This report therefore analyses the supply and demand side of the private sector training market, briefly examines future trends, and concludes with some of the implications for lifelong learning policy, employers and private sector training providers. For the purposes of this paper, the private sector training market is defined as the training that employers buy and which they fund entirely themselves; i.e. training that is not publicly funded. The focus of this paper is on training purchased from private providers rather than the training that employers deliver using their own internal resources, although it includes the training that external providers deliver on employers premises. This report also focuses on employer demand and supply rather than on that part of the market that is driven by individual demand for commercially provided learning, although it is not always possible to distinguish between the two. The research on which this report is based drew on a number of sources and used a variety of secondary research methods to obtain an analysis of the private training market in the absence of major primary research data. It included: an examination of official business statistics; secondary research using commercial market reports and other published sources; searches of sources of commercial data, such as membership organisations, provider databases and company websites. Whilst none of these approaches can provide the definitive data and evidence that could be drawn from a major primary research exercise supplemented with detailed analysis of company accounts, for example, it has been possible to draw some broad conclusions on the private training market in the UK. 4

7 IFLL Sector Paper 2 Executive summary There are approximately 12,300 private training providers in the UK operating above the VAT threshold. Different types of organisation operate as private training providers, and training is often one of a number of services that these organisations supply. A wide range of types of training is on offer, which often overlaps with areas such as personal development, meaning that training providers may not define themselves as such. The boundaries between different types of delivery are being eroded by the use of technology and blended learning approaches. The market is very fragmented with many small businesses and freelancers. Only 1 per cent of training providers have over 250 employees. There are signs of consolidation at the top end of the market, and there are a small number of large global training corporations. There has been substantial growth in the provider base, which almost doubled between 2000 and This growth in the private training provider base has not been matched by a corresponding growth in the size and value of market demand, which appears to be static. Evidence suggests that the market is oversupplied with training providers, many of whom may be operating below the margins of sustainable viability. The private training market (i.e. the market for training that employers go out and buy) is worth less than 2.95 billion and is a small part of employers total training expenditure, the majority of which is accounted for by employers own training delivery. The number of hybrid training organisations operating in both the public and private sectors is difficult to determine due to a lack of appropriate data; however, it could be quite small, because the two markets are very different and private training providers have a distinct ethos and corporate identity. Publicly funded training provision aims primarily to raise the qualifications of the workforce (albeit in an increasingly employer-responsive way through such programmes as Train to Gain), whereas private provision offers training for employees so that businesses can improve their competitiveness; i.e. it improves the functionality of employees; as a result, comparatively little private sector provision is qualifications based. 5

8 The Private Training Market in the UK The subsectors of the private training market which have performed comparatively well recently and seen above-average growth appear to be IT and financial services training, although whether this is sustainable remains to be seen. The IT training subsector was worth between 530 and 661 million in and has shown recent annual market growth of up to 10 per cent; the IT training market is dominated by 15 training providers, who hold over 50 per cent of the market. The geographical distribution of the private training provider base is reasonably even (measured by training providers as a proportion of the overall business population), although Northern Ireland appears to be comparatively poorly served and the West Midlands, Eastern and North West regions and London all have slightly belowaverage density of training providers. 6

9 IFLL Sector Paper 2 Supply-side analysis This section contains an analysis and assessment of the: number and size of training providers in the private training market; geographical distribution of private training providers; types of organisations involved in the private training market; main subject areas of training; methods of delivery used, for example technology and business models. Background to the supply-side analysis The private training provider supply side is difficult to assess and quantify accurately due to a number of issues, including both the nature of the market and statistical aspects which are explored in more detail below, but briefly comprise: the degree of overlap between training and other services; the diversity of organisations involved in training; the fact that, for many of these organisations, training is one of a number of activities, rather than their sole function; the fact that training providers can and do operate in both public and private markets; the fact that customer information tends to be commercially sensitive and not readily available; some major definitional and statistical issues and a lack of relevant data. Issues Overlap between training and other human resource services There is substantial overlap between training and other human resource (HR) development services and activities, including: personal development services (for example, assertiveness training); coaching and mentoring; and facilitation, business education and management development services, such as leadership training. Indeed, training websites often offer what may be termed psychotherapeutic services, such as neurolinguistic programming (NLP). Thus many private training providers may not define themselves as such, but see themselves as providers of specific services such as coaching or leadership development. 7

10 The Private Training Market in the UK The range of types of organisations providing training A wide range of organisations provide training services as all or part of their offer. As well as commercial businesses, these organisations include: trade associations; membership institutions; private colleges and independent educational establishments such as academies; Chambers of Commerce and business membership organisations such as the Institute of Directors (IOD) and the Federation of Small Businesses (FSB); and sector-specific organisations, including Sector Skills Councils (SSCs), trade associations, and arts and cultural bodies. Training as part of a portfolio of services For many businesses, training is only one element in a portfolio of commercial activities and is commonly part of an offer, including recruitment and other HR activities, IT services (e.g. hardware supply), publishing, financial services or, in the case of trade associations and business support organisations, membership support functions such as legal advice or insurance. The overlap between public and private sector markets Training providers may operate in both public and private sector markets, and it is difficult to assess how much of their turnover comes from each market. However, the numbers which operate in both markets successfully are possibly quite small, because these are very different markets. Many public sector training providers may like to diversify into private provision, but could find the cultural shift from serving the needs of the Learning and Skills Council as their main customer to meeting businesses primary needs as their raison d être quite difficult. Put simply, Government provision aims primarily to raise the qualifications of the workforce (albeit in an increasingly employer-responsive way through such programmes as Train to Gain), whereas private provision offers training for employees so that businesses can improve their competitiveness; i.e. it improves the functionality of employees. The fragmentation of the training supply side The private training supply side includes many small sole traders who are difficult to quantify accurately or precisely. The Trainerbase salary survey 1 suggests a proliferation of jobbing and hobby trainers, many of whom do not file company accounts and may operate below the VAT threshold. The large numbers of sole traders and intense 1 Trainerbase, the trade association for learning practitioners, conducts an annual survey into the rates charged by independent learning and development providers. 8

11 IFLL Sector Paper 2 competition lead to high rates of turnover among small training businesses in an increasingly crowded marketplace. Statistical definitions and data issues The various official sources of business data do not agree, and the classifications used do not precisely align with the private training sector (see below). The number of private training providers in the UK Business data available nationally is based on the Standard Industry Classification (SIC) codes. The SIC codes do not distinguish between private and public sector providers, but do give an indication of the sector overall. The relevant SIC code (2003) is 80.42: Adult and other education not elsewhere classified 2. The most recent figures from Nomis 3 indicate the following: 17,764 providers in Great Britain in 2006 (Annual Business Inquiry ABI ); 19,565 providers in Great Britain (Interdepartmental Business Register (IDBR) ); 12,360 providers in the UK at the beginning of 2008 (Department for Business, Enterprise and Regulatory Reform DBERR VAT statistics). The VAT statistics usually give a lower figure than the ABI and IDBR, because not all businesses are registered for VAT 6. The IDBR combines PAYE (Pay As You Earn) and VAT data to give a more complete picture, and covers the UK. ABI is survey based, counts establishments rather than businesses and covers Great Britain. A major drawback of both IDBR and ABI is that they include both public and private sector training providers, whereas the focus of this report is the private sector market. The VAT statistics, although they do not capture the smaller operators, are unlikely to include training providers operating exclusively in the public sector, because organisations providing education 7 and publicly funded training are exempt from VAT. It is unlikely that many training providers operating in the private sector market would be in this VAT-exempt category, because the main criterion for deciding exemption is whether the organisation receives payment (rather than grant funding) for services. 2 See Appendix A for a detailed description. 3 Key Note s most recent market report on the industry, Training Market Report 2007, notes that there were 9,935 private training providers in 2006, based on Office for National Statistics (ONS) data, but it is unclear which dataset was used, and this figure seems somewhat low. 4 ABI is survey-based and a workplace (rather than business) analysis. 5 IDBR uses a combination of VAT and PAYE data. 6 DBERR estimates are that out of 4.7 million businesses nationally, only just over 2 million are registered for VAT. 7 Education provided through direct funding from Government (through grants) is outside the scope of VAT. This includes vocational training provided through the LSC. Sole traders and partnerships are also exempt if they are teachers providing subjects regularly taught in schools or universities. 9

12 The Private Training Market in the UK The VAT statistics are therefore highly useful in that they tend to filter out the purely public sector providers and cover the whole of the UK, but on the other hand, they fail to capture private training providers operating below the VAT threshold. The VAT statistics can also be used to measure changes in business stock over time; i.e. growth or decline. In conclusion, the VAT statistics probably provide the best indication of the baseline position for the number of commercially viable private training providers in the UK; i.e. circa 13,000, although ABI and IDBR figures are also useful because they are broken down by size and geographical distribution as well as by SIC code. Therefore a combination of VAT, ABI and IDBR figures is used in the analysis below. Other sources of data include various databases of training providers. The most useful commercial database is probably the Yellow Pages, which lists 10,342 training providers listed separately from further education (FE) colleges and provides some useful subcategories which are outlined below. However, the Yellow Pages only includes paying advertisers and therefore is incomplete, and again does not distinguish between public and private sector training providers. A number of other databases are available from membership organisations, but these are unlikely to be complete and tend to focus on individuals i.e. the training workforce rather than organisation. For example, the Trainerbase (Association of Learning Practitioners) database has 6,000 members, and the Chartered Institute of Personal Development (CIPD) has 133,000 individual members, although this covers the spectrum of HR occupations, not just trainers. In addition to these, a wide range of bodies provide membership and representation for trainers and HR professionals, so workforce analysis is problematic 8. Growth and sustainability in the provider base Recent years have seen a steady growth in the number of VAT-registered training providers, which has almost doubled since 2000 from a base of 6,775 to the current figure of 12,630 (see Figure 1). Whether this growth is sustainable, given the prevailing economic conditions and forecasts of declining training expenditure following a period of relatively static market demand (see the section on Demand-side analysis), remains to be seen. Key Note 9 remarks that the UK training market is vastly over supplied and because of this, it is extremely competitive. For example, in the IT training subsector of over 1,300 companies, 15 hold around half of the market between them. Entry into the training market is comparatively easy because there are no legal entry requirements and there is no single professional entry route; rather there is a plethora of qualifications, trade bodies and institutes, and accreditation standards. However, competition is intense. As a result, there is downward pressure on prices and much of the supplier base may be relatively unstable. 8 SIC codes do not allow a distinction to be drawn between public and private sector employees. 9 Key Note Publications (2007b). 10

13 IFLL Sector Paper 2 Figure 1: Number of VAT-registered training providers, ,000 12,000 10,000 Thousands 8,000 6,000 4,000 2, Source: DBERR: VAT statistics 2008 The Key Note 10 analysis suggests that many providers operate below the margins of reliable or sustainable profitability. An analysis of 646 training companies (i.e. not sole traders) divided them into three bands upper, middle and lower on the basis of turnover and profitability: The upper band had a median turnover of 3.5 million and a median gross profit margin of per cent. The middle band had a median turnover of 1.4 million and a median gross profit margin of 2.88 per cent. The lower band had a median turnover of 729,000 and a median gross profit margin of 2.75 per cent. Only those in the first category with a median gross profit margin of nearly 11 per cent could be said to be operating successfully; those with gross profit margins of below 3 per cent are on the margins of viability. Size distribution of companies The majority of training providers are small, with over two-thirds (68 per cent) having fewer than five employees and only 5 per cent having more than 50 staff, as Figure 2 demonstrates. Indeed, the number of training providers with more than 250 staff is very small; IDBR estimates that there were just 90 organisations in this size band in 2008, and this figure includes both private and public sector providers. 10 Key Note Publications (2007b). 11

14 The Private Training Market in the UK Figure 2: Training providers by number of employees 8% 3% 1% 1% 6% % % Geographical distribution Source: IDBR 2008 Numerically, training providers are heavily concentrated in London and the South East according to IDBR, as Figure 3 below shows. Figure 3: Number of training providers by region and devolved administration Northern Ireland North East Wales Yorkshire and the Humber Scotland East Midlands West Midlands East South West North West London South East Source: IDBR 2008/Simpson Consulting However, as a percentage of the business base in the region or devolved administration, training provider density is highest in the East Midlands and North East, and below average density in Northern Ireland, the West Midlands, Eastern Region, North West and London. 12

15 IFLL Sector Paper 2 Figure 4: Training providers as a percentage of total business population Northern Ireland West Midlands East North West London Average density Wales Yorkshire and The Humber Scotland South West South East North East East Midlands Source: IDBR 2008/Simpson Consulting Regional differences may be less relevant in areas where there is a high rate of travel and in or out commuting. For example, training providers in the South East may also serve London and make up for London s slightly below average density of provision, whereas in the South West, where the economic effects of geographic peripherality are evident, location may be more of an issue. It would seem that Northern Ireland could be the least well-served geography by training providers, both numerically and in terms of density. The relative density of providers is important, because where density is comparatively low, organisations may not be able to find the provision they require, and where it is comparatively high, greater competition may mean the provider base may be less stable. The supply of publicly funded provision may cause market distortions. For example, where there is a weak or less numerous supplier base, competition between the publicly funded sector and the private sector for training providers with which to contract, may affect the range of provision available. Conversely, where there is crowded marketplace in terms of private training supply, increased Governmentsupported training provision, through Train to Gain for example, may provide unhelpful competition to private training provision and destabilise the market. Types of organisation It is noted above that the private training sector comprises a wide variety of types of organisation, and there is no such thing as a typical training provider. Training providers 13

16 The Private Training Market in the UK include: management consultants, coaches and personal development specialists; business schools, private colleges and independent educational establishments such as academies; trade associations and membership institutions, including Chambers of Commerce and employer representative bodies such as SSCs; arts and cultural bodies; IT companies; publishers; and corporate universities. The sector includes a high number of independent trainers as well as small and medium enterprises and a few big corporate entities. Trainers offer a range of often quite disparate services and disciplines or areas of expertise. A simple classification follows: Independent training providers These companies have training as their main activity, although providers could include charitable and voluntary organisations as well as commercial businesses. Independent training providers often have a core/periphery model, according to Key Note s market report, 11 with a small core of professional staff and a range of associates. Rates are often as low as 300 per day for associates, depending on the market and region, according to the Trainerbase salary survey IT companies IT trainers form a large element of the training provider supply side, with an estimated 1,300 specialist IT training providers 12, because of the relatively large scale of IT training and, until recently, buoyant demand for it (see Demand-side analysis section). However, this part of the sector is consolidating as more companies seek to outsource their IT training to a smaller number of training providers. Many IT companies also have IT training arms; IBM was one of the first to enter this market, but now most software companies also provide training in software applications in order to be competitive. Professional institutes Most professional institutes offer training; for example the Chartered Management Institute, the Chartered Institute of Personnel and Development, the Chartered Institute of Marketing, the Royal Institute of British Architects, and the Institute of Directors. Management consultancies It is difficult to draw a definitive line between management consulting and management education and training. Management consultants often use training 11 Key Note Publications (2007b). 12 Key Note Publications (2007a). 14

17 IFLL Sector Paper 2 tools and techniques for example, the Six Thinking Hats to achieve business improvement, or encourage the development of a range of leadership styles and competencies to improve business performance. The introduction of new processes and systems usually necessitates training and development for personnel in client organisations. Training may be offered as a separate support service or included in the overall approach by organisations providing process or systems development services. Business publishers Business publishers supply information, and therefore training in how to use this is an obvious complementary service offer. For example, financial publishers may offer financial training, for example Pearson, which owns the Financial Times Group, offers a range of training. Commercial education establishments Commercial education establishments include business schools that regard themselves as commercial operators, such as Cranfield and Henley Management College, as well as an estimated 3,000 lesser-known commercial colleges, many of which sell to companies as well as to individuals 13. Sole practitioners As previously noted, the market is highly attractive to sole practitioners due to low entry costs and the lack of regulation, as well as the wide range of demand for different types of training and development. However, many sole practitioners may operate at the margins of viability or use training to supplement other income. Types of training offered According to Key Note s market report 14, most training bought by employers falls into the following broad categories: Training for school leavers and graduates: for example, for employability and job readiness. Professional and technical training: for example, law, medicine, architecture, engineering and finance, and where initial training has usually been provided through the education system. Almost all professional institutes provide this. Functional training: for example, financial management, HR management, project management, quality assurance, and sales and marketing. 13 See British Association of Colleges. 14 Key Note Publications (2007b). 15

18 The Private Training Market in the UK Management and organisational development: for example, general management, leadership, strategic planning, and business process improvement. HR and personal development: for example, team working, communication skills, stress management, and assertiveness. Outdoor training is a small but significant high-value subsector of the HR and personal development training market. To this list might be added IT training, which accounts for a major element of the supply of private training, and is dealt with in more detail in the Demand-side analysis section. The Yellow Pages database, although it lists only advertisers and is therefore not complete, provides a useful numerical breakdown by type of training offered of the 10,342 providers listed (see Figure 5). (Note: the numbers do not add up, because of overlap between providers offering more than one service.) Figure 5: Types of training providers Secretarial LGV and HGV Fork Lift Truck First Aid HR Consultants Computer and Internet Coaching and Mentoring Health and Safety Source: Yellow Pages database The Yellow Pages database should not be taken as definitive, because it contains only those organisations that choose this method of advertising and who classify themselves as primarily training providers. Nevertheless, it provides an interesting insight into the breakdown of training services by subject matter; for example, the high numbers of coaching and mentoring and health and safety trainers outstrip, in numerical terms, IT training providers. (However, it should be noted that there are over 24,000 IT companies on the database, many of which also provide training and advice.) It is difficult to assess, in the absence of primary data, the extent to which this segmentation is determined by demand or supply-side characteristics. It could be that there is a very strong demand for coaching and mentoring, for example, or that it is easy to enter this market as a training provider. Market leaders Professional and technical training: Almost all professional institutes supply this; for example, the Royal Institute of British Architects (RIBA), Financial Services Authority (FSA), Royal Institution of Chartered Surveyors (RICS) and Chartered Institute of Marketing (CIM). 16

20 The Private Training Market in the UK The evidence suggests, however, that the growth in the use of technology in training delivery (i.e. e-learning), means that the boundaries between these types of delivery are increasingly blurred. The most recent CIPD survey 16 showed that 49 per cent of private sector organisations now use e-learning, although the public sector figure is significantly higher at 80 per cent, indicating that there is still considerable scope for private sector market development. e-skills UK forecast in that employers would spend up to 30 per cent of their training budgets on e-learning by The use of technology extends not just to the delivery of learning content and the use of electronic diagnosis and assessment, but also to the management of the relationship between learner and tutor. This can include meetings being replaced by s, text messages and learning delivery methods such as webinars for groups of learners in a virtual learning environment, whilst Web 2.0 technologies such as social networking are opening up opportunities for informal learning and are beginning to be used by companies, for example as part of induction training. For organisations with sufficient capacity, outsourcing (where an external supplier takes management responsibility for the training function) or partnerships with a learning provider, rather than ad hoc purchasing of training, are growth areas. KnowledgePool specialises in providing managed learning services to large corporate organisations such as Merrill Lynch, Fujitsu Services, British Airways and the Home Office, and estimates that the outsourced market is currently worth about 140 million, but is growing at the rate of 8.7 per cent per annum. A further distinction among outsourced or managed service training providers (MSPs) can be drawn between proprietary and vendor-independent suppliers. Typically, proprietary providers have developed expertise in the delivery of a catalogue of courses, provided either on their own premises as open or public courses or as closed courses on an employer s site. Examples include training relating to management and leadership, IT and technical or professional knowledge. The advantages to employers of using proprietary MSPs include high-quality delivery from experts, flexible resources (pay for what you use), access to advice and expertise from the MSP, and the fact that the MSP undertakes the research and development of new courses and learning materials. Vendor-independent MSPs operate on a different business model: they draw on a wide range of suppliers to meet customers needs, and often use a broad mix of training methodologies. The advantages for employers of using vendor-independent MSPs are that they provide the supplier management and usually have up-to-date technology, content and delivery methodologies. This model also allows the buying organisation to develop a strategic relationship with the provider, who may often provide expert consultancy advice and enable learning to be integrated more effectively into business strategy and planning. 16 CIPD (2008). 17 e-skills UK (2007). 18

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